Lemon Squeezy vs. Paddle (Tried, Compared): Winner Revealed


Struggling to choose between Lemon Squeezy and Paddle for your digital sales? We understand that navigating through advanced features, varied pricing, and mixed reviews can be overwhelming. 

By the end of this article, you’ll be able to make a confident decision that suits your business needs.

For each platform, we’ll cover:

  • Key features, pros, and cons
  • Pricing comparisons, and
  • User reviews and testimonials.

TL;DR: If you’re seeking a user-friendly platform for SaaS businesses and creators, Lemon Squeezy stands out. However, Paddle is the better choice for comprehensive solutions for enterprises with complex billing needs. For a better alternative, we recommend trying out our platform, Fungies which specifically caters to game asset creators, digital product sellers, and SaaS businesses. 

Quick Feature Comparison Table: Lemon Squeezy vs. Paddle 

FeatureComparison
Merchant of RecordBoth handle tax compliance; Lemon Squeezy for creators and Paddle for enterprises.
StorefrontLemon Squeezy has a no-code builder for basic storefronts; Paddle does not offer storefront features.
Subscription ToolsLemon Squeezy supports basic billing options like per-seat pricing; Paddle includes advanced tools like proration and hybrid sales models.
Payment LocalizationLemon Squeezy covers 135+ countries with basic routing; Paddle handles 200+ countries with optimized payment routing.
Fraud ProtectionLemon Squeezy offers standard fraud tools with PCI compliance; Paddle includes advanced fraud detection and chargeback management.
Email MarketingLemon Squeezy has built-in tools for automated lead nurturing; Paddle lacks email marketing capabilities.
AnalyticsLemon Squeezy offers basic performance tracking; Paddle provides in-depth subscription analytics and retention metrics.
API ToolsLemon Squeezy’s limited API suits non-technical users; Paddle offers advanced APIs and SDKs for developers.
Churn ManagementLemon Squeezy has basic retention tools; Paddle excels with advanced dunning and retention management.
PricingLemon Squeezy charges 5% + $0.50 with extra fees for some payments; Paddle uses the same pricing but offers custom rates for high-volume sellers.
PayoutsLemon Squeezy pays bi-weekly but delays international payouts; Paddle provides monthly payouts with no manual payout options.
Customer SupportLemon Squeezy is generally responsive but occasionally slow; Paddle’s support is slower, especially for complex issues.

Lemon Squeezy: Overview

Lemon Squeezy vs. Paddle (Tried, Compared): Winner Revealed

Founded in 2020 in Salt Lake City, Utah, by Gilbert Pellegrom, J.R. Farr, and Orman Clark, Lemon Squeezy enables small businesses, creators, and solopreneurs to sell digital products worldwide. With over 15,000 merchants and 300,000+ customers, it simplifies payment processing, customer management, and subscription billing while providing seamless buyer experiences.

As a Merchant of Record, Lemon Squeezy handles tax compliance and streamlines administrative tasks, freeing users to focus on growing their businesses. Its intuitive design and unique features make it an all-in-one solution for digital commerce.

In the next section, we’ll explore Lemon Squeezy’s features, pros and cons, pricing, and user reviews, to help you compare it with Paddle and Fungies for an informed choice.

Lemon Squeezy Key Features:

  1. Merchant of Record (MoR): Lemon Squeezy acts as the MoR, managing global tax compliance, remittance, and liability, ensuring businesses meet regulatory standards. 
  2. Fraud Protection and PCI Compliance: Lemon Squeezy’s fraud detection tools and PCI DSS compliance ensures secure transactions. 
  3. Customizable Storefronts: The platform offers no-code storefront solutions, flexible pricing models (e.g., usage-based, per-seat, graduated pricing), and advanced file hosting. It’s great for creators aiming for a quick setup. 
  4. Customer Management: Provides a self-service customer portal for subscriptions, billing, and payment updates. 
  5. Lead Magnet Tools: Enables distribution of free products to attract leads and build brand authority. 
  6. Global Scalability: Accepts payments in 150+ countries with local payment methods and multi-currency support, helping businesses expand internationally. 
  7. Subscription Billing: Supports recurring payments with per-seat and usage-based pricing models. This feature caters to businesses needing basic subscription options. 
  8. Built-in Email Marketing Tools: Lemon Squeezy enables automated email campaigns to nurture leads directly within its platform. This feature helps creators drive customer engagement. 

Next, let’s look at Lemon Squeezy’s pros and cons. We studied dozens of reviews from real users from platforms like G2, Capterra, and Trustpilot. Then, we identified commonalities and summarized the main pros and cons of Lemon Squeezy based on real user feedback for you here:

LemonSqueezy Pros

  • Ease of use: Lemon Squeezy is highly intuitive with a user-friendly interface to set up stores, manage subscriptions, and process payments. 
  • Global accessibility: Lemon Squeezy supports virtual bank accounts and various regional payment methods for a personalized buying experience.
  • Strong support for digital creators: Built-in affiliate tools and automated payouts are especially valuable for scaling small digital ventures.
  • Responsive customer support: Despite occasional delays, users appreciate the support team’s dedication and problem-solving.
  • Transparent pricing model: Lemon Squeezy operates without monthly subscription fees, charging by a pay-as-you-go model. 

Lemon Squeezy Cons

  • Customer support delays: Some users report slow responses from support, especially during critical onboarding stages or when issues arise.
  • Account verification challenges: Initial account freezes and slow verification processes have been reported.
  • Limited customization options: The platform’s checkout and subscription management tools lack advanced customization for unique branding needs. [Fungies provides advanced checkout options and better flexibility for branding and user experience]
  • Reliance on platform updates: Users feel limited by the current scope of functionality, especially for complex use cases like multi-tier subscriptions and advanced reporting.

Lemon Squeezy Pricing

Lemon Squeezy applies a standard transaction fee of 5% + $0.50, but additional hidden costs such as:

  • +0.5%–1% for alternative payment methods and global currency support.
  • +10%–30% for abandoned carts and failed payment recovery.
  • +0.5% for fraud protection.

The platform also charges for Global VAT filing ranging between $200–$5000/month, while reporting and analytics costs up to $500/month.

Lemon Squeezy Customer Reviews

Here’s what users are saying about Lemon Squeezy:

  • Positive Review: Omar appreciates Lemon Squeezy for enabling his digital store in a region with limited payout options. It offers a practical alternative without requiring a costly company set up in the US or UK.
  • Lack of customer support and empty promises – Madeline says: “Unlike how their website advertises there are no silly questions and users are welcome to ask questions anytime, my email has been left unanswered for two + weeks despite having sent them multiple follow ups. Very frustrating.”

Considering these strengths and drawbacks, many people think Paddle could be a better alternative. In the next section, we will compare Paddle with Lemon Squeezy to see how different or similar they are, and if you should look for another alternative (Fungies) to suit your business needs. 

Paddle: Overview

Lemon Squeezy vs. Paddle (Tried, Compared): Winner Revealed

Founded in 2021 in London, England, by Christian Owens and Harrison Rose, Paddle is an all-in-one payment infrastructure designed to help SaaS companies and small to medium enterprises scale their commerce operations. Serving over 4,000 businesses, Paddle combines payment processing with global tax compliance, fraud protection, and chargeback management.

Its comprehensive features include subscription management, invoicing and renewals, and dunning tools for recovering failed payments. Backed by detailed reporting and analytics, Paddle provides businesses with the tools to optimize revenue.

In the next section, we’ll dive into Paddle’s features, pros and cons, pricing, and user reviews, comparing it with Lemonsqueezy and Fungies to help you determine the best solution for your needs.

Key Features:

  1. Merchant of Record (MoR): Paddle acts as a Merchant of Record (MoR), managing VAT, GST, and sales tax compliance across regions. While Lemon Squeezy also offers basic MoR services, Paddle is optimized for larger-scale SaaS companies. 
  2. Unified Revenue Platform: Paddle consolidates self-serve subscriptions, sales-led invoices, and hybrid revenue models into one platform. This approach reduces dependency on multiple tools and ensures consistent revenue data. Lemon Squeezy lacks support for hybrid models. 
  3. Localized Payments: Paddle supports payments in 200+ countries with local methods, automatic language localization, and currency flexibility. Lemon Squeezy also supports localization but lacks Paddle’s intelligent payment routing. 
  4. Advanced Retention Management: Paddle reduces churn through automated dunning, customer retention tools, and proration for mid-cycle changes. This gives businesses a competitive edge in retaining subscriptions. Lemon Squeezy’s refund and retention tools are basic in comparison. 
  5. Fraud and Chargeback Protection: Paddle uses advanced fraud detection to minimize risks and manage disputes. Lemon Squeezy offers standard fraud protection, while Fungies improves security with AI-driven fraud detection and 3D Secure, providing stronger safeguards for subscription-based businesses.
  6. Comprehensive Analytics: Paddle provides subscription-specific analytics to track key performance indicators and customer metrics. Lemon Squeezy lacks such detailed reporting.
  7. API and Integration Tools: Paddle provides robust APIs and SDKs for seamless integration, empowering developers to customize their billing workflows. Lemon Squeezy is less developer-focused, while Fungies matches Paddle’s API capabilities and adds no-code options, appealing to both technical and non-technical users.

Next, let’s look at Paddle’s pros and cons.

Paddle Pros

  • Transparent pricing structure: With straightforward transaction fees, Paddle eliminates hidden costs often seen in competitors.
  • Developer-friendly integration: Paddle offers robust APIs and a sandbox environment, enabling seamless integration and testing.
  • Global payment reach: Businesses can sell in over 200 countries, with support for multiple currencies and localized checkout options.
  • Comprehensive payment solution: Paddle supports diverse payment methods, including bank transfers and Payoneer.

Paddle Cons

  • Limited interface customization: The user interface and customer portal lack advanced customization options. 
  • Subscription management gaps: Paddle’s subscription system is inflexible, missing key features like scheduling downgrades or cancellations at the end of billing cycles and handling add-ons efficiently. [Fungies addresses this by allowing users to customize plans, add-ons, and proration settings.]
  • Onboarding delays: Initial setup can be slow due to Paddle’s rigorous onboarding process, including domain and category approvals.
  • Higher fees for small transactions: The fixed fee per transaction is expensive for businesses dealing with microtransactions.
  • Slow support response in complex cases: Support can be slow when resolving complex issues, such as subscription failures and payment disputes.
  • Lack of white-label invoicing: Paddle-branded invoices confuse end customers, causing delays in payments and reducing trust. 

Understanding Paddle’s pros and cons helps you see how it aligns with different business needs, and why you should look for a better alternative like Lemon Squeezy or Fungies. 

Paddle Pricing 

Paddle provides an all-inclusive package with features like tax compliance and fraud prevention at a transparent 5% + $0.50 per transaction. However, businesses with smaller transaction values may find the pricing less competitive.

You can contact the sales for custom pricing, but according to many online reviews Paddle pricing seems to be better than Lemon Squeezy. 

Paddle Customer Reviews

Paddle has an impressive rating of 4.5 stars from 171 reviewers on G2, indicating a strong preference among its users.

  • Positive Review: Mohan, a Product Manager, appreciates Paddle for its reliable payment management and simplicity in handling subscriptions, billing, and taxes. He highlights its quick setup, helpful customer support, and ability to streamline digital download business operations in regions like Nepal. [Link]
  • Great overall but payout delays are horribleArtur Z., a small business owner says “The Payout process is horrible. It is done automatically every month, without any option for a manual payout, which is often crucial for quickly growing SaaS companies…”

Online Reddit Reviews: Lemon Squeezy vs. Paddle

For a better outlook, we’ll look into the online reviews for LemonSqueezy and Paddle on Reddit. This will help you decide which platform is more suitable for your business needs. 

What do Redditors say about Lemon Squeezy:

  • Users appreciate the easy setup and optimized for small creators, offering a no-code storefront and email marketing tools.
  • Several Reddit users highlight the hidden fees for international payments, PayPal, and payouts, making it costlier (up to 10% of total transactions) for non-US users. “LS looks lovely, BUT they also charge in $ only. I never got to experience this, but my understanding is the customer sees €5 and then, at checkout, gets billed $5.39… not very cool.” lazarette.

What do Redditors say about Paddle:

  • Paddle is praised for its stable infrastructure and transparent pricing, with no extra charges for payouts.
  • “The payout process is horrible.” – Artur Z. Users express dissatisfaction with Paddle’s lack of manual payout options and slower payout processes.

In terms of pricing, Redditors find Lemon Squeezy more expensive than Paddle. But, Paddle also has its own limitations such as older UI/UX design than Lemon Squeezy. 

LemonSqueezy vs. Paddle: Which is Best for You?

Choosing between LemonSqueezy and Paddle can be hard. Both platforms offer advanced payment processing, tax compliance, and automated subscription management tools, but each caters to different business needs. 

By evaluating each platform’s strengths and weaknesses, you can decide whether Lemon Squeezy or Paddle suits your needs, or if you should explore a better alternative like Fungies.

Who Lemon Squeezy is best for:

  • Small businesses and solopreneurs: Ideal for creators and entrepreneurs starting out, with its no-code storefront builder and basic subscription management tools.
  • Freelancers and individual sellers: Designed for selling digital products without complex requirements, offering simple payment and tax compliance solutions.
  • Those seeking built-in email marketing: Includes automated email campaigns, making it a good choice for nurturing leads directly within the platform.
  • Budget-conscious creators: Transparent pricing with no monthly fees, suitable for low-volume sellers prioritizing simplicity.

Who Paddle is best for:

  • SaaS businesses with global reach: Optimized for scaling software companies with advanced subscription management and global tax compliance.
  • Larger enterprises: Offers hybrid sales motion support, localized payments, and robust API integrations, making it a strong fit for complex workflows.
  • Businesses needing retention tools: Advanced churn management and dunning tools to recover failed payments and retain subscribers effectively.
  • Developers looking for integration flexibility: Comprehensive APIs and SDKs for custom billing workflows and seamless platform integration.

Fungies, Best Alternative for Automated Billing, Global Tax Compliance, and SaaS Subscription Management

Lemon Squeezy vs. Paddle (Tried, Compared): Winner Revealed

Fungies is a Merchant of Record that automates payment processing and storefront setup, with faster payouts and 24/7 customer support, The platform is built for SaaS businesses, game developers, and digital product sellers to manage their e-commerce operations effectively.

Founded in 2022 in San Francisco, California, by Duke Vu and Wojciech Harzowski, Fungies integrates AI-powered solutions to streamline global tax compliance, automate billing, and manage subscriptions. 

Its standout features include a no-code website builder, overlay checkouts, and native payment integration, helping companies flourish and expand their business with maximum revenue return. 

Let’s take a look at the key features of Fungies. 

Merchant of Record (MoR) with Targeted Niches

Fungies simplifies global sales tax compliance and remittance as a Merchant of Record, personalized for game developers, digital creators, and SaaS companies. It streamlines payment, billing, and invoicing while providing maximum customization options for an optimized branding experience. 

Unlike Paddle, which targets larger SaaS enterprises, and Lemon Squeezy, which caters to individual creators, Fungies provides niche-specific tools for asset sales, in-game purchases, and recurring subscriptions. This specialization ensures indie developers and smaller SaaS businesses get the personalized support and flexibility they need.

No-Code Builder for Customizable Storefronts

Fungies enables businesses to create drag-and-drop storefronts with 20+ pre-built templates, requiring no coding skills. Users can create product pages, add images or videos, adjust layouts, and create product variants, according to their branding preferences.

Here’s an example of a game storefront on Fungies:

Lemon Squeezy vs. Paddle (Tried, Compared): Winner Revealed

Fungies’ advanced storefront customization with deeper integration options ensures both ease of use and scalability for growing SaaS businesses.

For Web3 developers, you can use its Unity / Unreal SDKs to create your in-game store or NFT marketplace for free, allowing your customers to purchase NFTs or digital assets via cryptocurrencies or other payment getaways without leaving the site. 

Lemon Squeezy vs. Paddle (Tried, Compared): Winner Revealed

Digital creators and game developers can set up a branded store in minutes without hiring a developer. Compared to Paddle, which lacks a storefront option, and Lemon Squeezy, which offers fewer customization capabilities, Fungies focuses on creating unique brand experiences for your customers.

Customizable Subscription Management

Fungies simplifies subscription management by providing customizable solutions like usage-based metered billing automation, free trials, prorated billing, and custom billing cycles. With Fungies, you can upsell, downgrade, or manage subscriber accounts, all controlled from a single dashboard. 

For example, if you see a product selling well, you can add a Product Variant on the same product page, giving your customers the option to choose between the bundles. This personalizes the buying experience and also contributes to revenue growth. 

Lemon Squeezy vs. Paddle (Tried, Compared): Winner Revealed

While Paddle offers similar subscription tools, Fungies’ niche focus is customized solutions for SaaS companies and game developers. Lemon Squeezy offers basic recurring billing but lacks the depth and automation of Fungies’ system.

Global Payment Solutions 

Fungies provides over 250 payment methods, 50+ localized currencies, and regional pricing support to personalize each buyer’s purchasing experience.

With its native payment integration alongside customizable pricing models, Fungies simplifies building unique pricing structures, according to your SaaS business needs.

Lemon Squeezy vs. Paddle (Tried, Compared): Winner Revealed

Fungies mainly caters to SaaS businesses that want maximum revenue return with its commission-based pricing model. The setup is easier as well; you simply connect your Stripe account and receive daily payouts with no hidden fees. 

While Paddle excels at payment routing for enterprise clients and Lemon Squeezy offers global payments, Fungies provides an ideal balance of affordability and scalability for indie game developers and digital product creators.

Fungies also includes AI-powered fraud protection and 3D Secure to reduce financial risks. Its dashboard helps manage disputes and chargebacks for smoother operations. 

Embedded Checkout with Custom Branding

Fungies provides a fully customizable embedded checkout that integrates with your website or app. This feature allows businesses to maintain a consistent brand experience while simplifying the purchasing process. 

Lemon Squeezy vs. Paddle (Tried, Compared): Winner Revealed

Fungies stands out with its battle-tested design and support for regional pricing, giving SaaS businesses the tools to compete globally. Lemon Squeezy lacks the advanced customization and optimization capabilities provided by Fungies.

Direct-to-Consumer Sales for Maximum Revenue

Fungies allows game developers and digital creators to sell directly to consumers, bypassing app store commissions such as Apple App Store or Google Play that can go as high as 30%. Instead of relying on these third-party platforms, you can sell your game assets and other digital products by setting up your own Web Shop according to your branding preference. 

And, with so many payment options, your customers can choose to pay via Credit/Debit Cards, Apple Pay, or even Buy Now Pay Later.

Built-In Analytics and Insights

Fungies provides actionable analytics for understanding user behavior, improving marketing strategies, and optimizing subscription models.

 The dashboard integrates with tools like Google Analytics and allows businesses to track KPIs like Monthly Recurring Revenue (MRR)

Lemon Squeezy vs. Paddle (Tried, Compared): Winner Revealed

Daily Payouts

Fungies facilitates daily payouts through Stripe integration. This feature resolves a common pain point among creators using Lemon Squeezy and Paddle, which have slower payout processes. 

Web3-Friendly Integration

Fungies supports direct-to-player models, allowing developers to sell NFTs, in-game currencies, and subscriptions. Neither Paddle nor Lemon Squeezy caters specifically to Web3-native businesses, making Fungies the standout choice for blockchain-integrated projects.

Fungies Pros and Cons

Pros

  • Extensive Payment Support: 250+ payment gateways, 50+ currencies, and faster payouts allow seamless transactions worldwide.
  • Global Tax Compliance: Acts as a Merchant of Record, simplifying tax management and compliance.
  • Low Fees, High Revenue: Commission-based pricing structure maximizes profits for creators.
  • International Usability: Multi-language and regional currency support improves global customer experience.
  • Ease of Use: A beginner-friendly interface makes setup and onboarding straightforward.
  • Custom Branding: Customizable checkouts align with brand identity and boost conversions.
  • Web3 Integration: Supports crypto payments and NFT marketplaces for blockchain-based businesses.

Cons

  • Learning Curve: Advanced features may take time to master, though the help center can help with troubleshooting and onboarding.

Fungies Pricing

Fungies stands out with its “free forever” model, charging only a flat 5% + $0.50 per transaction without any subscription fees or hidden costs. For businesses looking for simplicity, scalability, and cost-effectiveness, Fungies is the superior option with long-term value.

Pricing Comparison: Lemon Squeezy vs. Paddle vs. Fungies

FeatureLemon SqueezyPaddleFungies
Pricing5% + $0.50 per transaction- Additional Fees: +1.5% (International Payments), +1.5% (PayPal), +0.5% (Subscriptions)5% + $0.50 per transaction
Custom pricing for high-volume sellers or products under $10
5% + $0.50 per transactionNo monthly or upfront costs
Refund PoliciesLemon Squeezy may issue refunds within 60 days to prevent chargebacksPaddle refunds are case-specific; chargebacks deducted up to $20 USD/EURRefunds only for service failures under certain conditions
Currency & Regional SupportSupports 95 currencies; includes international tax filing optionsWide currency support with routing logic250+ payment methods, 50+ currencies; regional pricing and tax compliance
Custom Pricing for High-Volume SellersYesYesNo, but scales well for every business volume.
Dispute/Chargeback HandlingHandles disputes; $15 fee per chargeback deducted from payoutsHandles disputes; deducts refunds and chargebacks from seller payoutsHandled via Stripe
Transaction SpeedPayouts every two weeks; international payouts may incur delaysPayout times are averageDaily Payouts via Stripe

Fungies Customer Reviews

As an alternative to both platforms, Fungies is known for streamlining global tax compliance with no-code e-store solutions, while addressing the above challenges customers face to help SaaS businesses expand globally. 

  • Martin R., Founder of Mokens League said: “As we delved deeper into the world of game development, we realized we needed a robust commerce tool that mirrored our dedication to gaming. Enter Fungies. They don’t just ‘get’ gaming; they live it.”
  • “Fungies.io is a game-changer!” says Gatis P., Founder of DoRaC Game. “They’re carving a niche as the premier solution for indie devs seeking a personalized storefront and asset marketplace.”

Case Study: How Fungies Helped Lantana Games Streamline Billing Operations

Lantana Games, a Boston-based award-winning indie studio, used Fungies.io to automate its payment processes with a customizable web shop, cutting out intermediaries like Steam.

Key Results:

  • Direct Sales: Seamlessly sold Steam keys directly to players, bypassing third-party platforms.
  • Efficient Setup: Created a fully branded store in minutes using Fungies’ website builder.
  • Integrated Payments: Daily payouts via Stripe ensured steady cash flow.
  • Enhanced Reach: Listed Fungies as a core distribution channel, expanding visibility.

With secure payments and no tax worries, Fungies facilitated Lantana Games to control their sales and scale effectively.

Read the full case study here.

Who Fungies is Best for:

  • Indie game developers and digital creators: Specialized tools for selling game assets, in-app purchases, and NFTs with features like customizable storefronts and embedded checkouts.
  • SaaS and subscription-based businesses: Comprehensive subscription management with flexible billing, free trials, and prorated billing to cater to diverse customer needs.
  • Businesses prioritizing direct-to-consumer sales: Enables sales outside app stores, avoiding high marketplace fees, with regional pricing and analytics.
  • Web3-native projects: Supports blockchain integration for selling NFTs, in-game currencies, and crypto payments, a unique feature not offered by competitors.

Why Fungies Is The Overall Best Choice?

Fungies combines the best features of Lemon Squeezy and Paddle with a niche focus on game developers, digital product creators, and SaaS businesses. 

As a Merchant of Record, it streamlines global tax compliance, billing, and invoicing, providing more flexibility than both platforms. Its low transaction fees (5% + $0.50 per sale), fully customizable storefronts, and advanced subscription management tools make Fungies a highly scalable and cost-effective solution for businesses of all sizes. 

With daily payouts, Web3-friendly integration, and global tax compliance, Fungies delivers a memorable customer buying experience for all.

Want to know more about Fungies before you make the final decision? Book a demo with us today!

Final Word

Whether you’re looking for payment processors, automated tax handling, or other billing solutions, using the right platform can effectively streamline your financial and administrative tasks while improving customer satisfaction and overall revenue. 

Lemon Squeezy and Paddle offer the best payment solutions for SaaS businesses. Both platforms provide merchant-of-record services with additional features like payment localization, multi-currency support, fraud protection, and API integrations. 

While Paddle is budget-friendly, Lemon Squeezy has more customization options. Meanwhile, Fungies is the best alternative to both that offers cost-effective pricing with advanced customization features.

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Fungies
Fungies.io is an AI-powered, no-code platform that enables SaaS and Game developers set up payments and storefronts in minutes. With customizable designs, seamless payment integration being a Merchant of Record - be tax compliant from day one.

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Fungies.io is an AI-powered, no-code platform that enables SaaS and Game developers set up payments and storefronts in minutes. With customizable designs, seamless payment integration being a Merchant of Record - be tax compliant from day one.

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